Why is PR (Public Relations) failing in Nigeria?
Public Relations over the decade has done a lot changes that shape the facet of the society on how the image and brand of either an individual, company, country, personality, or service. It is never an easy task as it involves complete media strategy, news releases, and events, along came new media such as content-marketing craze, internet, social media and suddenly everyone seems a little confused about exactly what public relations is and where it fits in.
Without mincing words, people view public relations as an outcry of propaganda, trying to shape its negative perspective on the public and which ends up staining its name.
In every country, public relations serves as an anchor point that keeps country reputation and external relationships afloat, without forgeting its internal public. It is a shield that reduce risk of misinformation and damage control, which serves as a gate keeper initiating robust growth and evolution. Without it, detrimental crises and issues will occur inevitably.
As it stands, public relation in developing countries especially the African continent especially in government parastatals have not left its indelible marks on the lips of the citizens, as we witness every ounce of negative imagery and lack of principles that govern it, when its come with the government using it to manipulate it publics.
Africa, among the biggest continent in the world, is predominately a black race or mixed due to influx of colours and races. They are mostly regarded among the developing countries of the world, but debate have shown that, if African is a developing countries, why are they the major tripod that balance the world, without such race, the world eased to exist. Unfortunately, misinformation by the malediction, with a direct intentional tends into its diplomacy, colonism and ethics, have spell doom on the continent.
African Historians and public relation expert, over time have question the thought the originality of public relations and it practice pre-colonism to the culture that is rooted in co-existence of then society. The then traditions and culture customs have established ruling system which can be compared to the British modern parliamentary system of government. This system power play accommodated the control of communication that is solely responsible for whosoever is in power during such era. Information that solely benefit its subjects, oligarchic and it’s people, either by enthronement of the monarch or exile of any individual who is liberal and never wants to be subjugated.
Few of African countries have tried to harness the power and wits of public relation, such country like Nigeria, tried during the “Good People, Great Nation” a slogan that failed to understand that public relation is more encompassing, its goes beyond the words but actions of its people, this in comparism with South Africa who practically thrives with the use of public relation tools in all its communication. Though its started weak during the apartheid, but overtime a sole leadership turns its tides that shape the freedom its enjoying today.
Practically, with the leadership vision, South-Africa sees public relation as a business that should be well manage that any misinformation can spell doom, more so some indigenous South Africans businesses now borrow their operational practices of the public relation on the premise of the government thereby sharing information that is a win-win for all.
What went wrong, why is public relation failing to thrive even among the teemly smart wits, and resourceful africans that can shape its premises.
Government Poor Understanding of Public Relations Concept
Public relations start and ends in leadership, its practice overtime have not been constructed into language that is well understood by those in power and out power. Nigeria in specifics tends to see public relation as a dip sponge into water approach that is why many organizations, citizen and publics do not understand the end goal, as every ounce of communication that emanate from the government tends to mislead its publics. The government should see public relation as a integral part of its daily activities, as against using its for its heinous communications.
One of the problems the continent seem to negate public relations is that its never advancing their causes, thereby creating stunt growth in the economy.
Realistically, public relations is a vast industry that requires in-depth expert that can shape its goals rather than chunk in less professionals who is not ready to rise up to the occasion, if not done rightly it posed potential threat the end of the day.
In specifics, study have shown that Nigerian rearly use the sturdy approach, to enforce the principle that guides the desire result in Public Relations, why is that so, the end goals causes alot of shambles with so much wasted resources, emotions and money. Why hire a PR expert when you cannot follow the expert advices. What is the endgame of divulging information that will mislead the general publics. Why?
Every government predecessor and the new ones carries a different misinformation thereby jumping from Ministry to ministry, doing the same things and expecting a different result— instead of taking an internal and cognitive approach that look at what they might be doing to sabotage their own PR efforts rather then asking all ministerial appointee to invent anew. It’s quite distasteful as many do not consider this expertise. Many will trying to reinvent the wheel trying to please it’s predecessor or whoever gives the thumbs up to appoint the ministry.
2. Lack of Specialization in the Profession
Many people or professionals do not consider this as an area that needs much expertise. Many would rather major in science disciplines or business and still finds themselves in a public relations job. Most of those who occupy the positions of public relations in both government and private organization are not public relations major. Some claims to be practitioners simply because they are practicing journalist. Come to think of it, even those who eventually had training in public relations refuse to specialize in a particular aspect of public relations, just because they wants to keep every account that comes their way. E.g : Consultancy, Media Relations, Event management, PR Education, Reputation Management, Community Relations, Research and so on. Also, they want to do everything so they could make much money from practice. Money is a drive why so many people dive into public relations profession.
3. Language Barrier
Even with specialized courses, many African countries speak in native tribes; hence, it is hard to define a common or national language to pass the information to the masses. It is just of recent that most African countries are trying to settle down with one official language that will be suitable for everyone to communicate with. For instance, in Nigeria, English language is adopted as her official language, this was possible because the bid to settle for one of Nigerian three major languages proved abortive, hence, Hausa, Igbo and Yoruba.
4. Lack of Technological know-How
The world is developing many machinery like Computers, Scanners, Printers, Faxes, iPods, Tablets, Midgets, Recorder, Blackberries, etc to fasten both the field and office work, but it is a sad news that many Africans are not learned, they cannot effectively and efficiently operate these machines yet it. This is at the disadvantage of the profession in this continent. Those, who eventually can use them, rather preferred to flaunt them lieu of maximizing their technological potentials,
5. Infrastructural Limitations
These are majorly communication problems and lack of proper equipment to finance or fasten public relations duties. In case of a public relations function like sponsorship, such issues like bad or inaccessible roads can make your work a disappointment. Sometimes, you may want to convey your sponsors to the venue where a project is to be established, but if the road to the site is sick, then be sure that that campaign will surely be sick. Sometimes it could be power issues, in the case of Nigeria, power problem is inevitable. If you have packaged a media campaign that you want to get across to your targets at a particular belt of the broadcast schedule, when the time to disseminate the information reaches, and power is interrupted, be sure that the effort on that programme will be useless, as well as turning futile.
6. Lack of Ethics by the Existing Professionals and Organizations
Many people who are in the practice of public relations abuse the office and don’t give many efforts to work. They sit in their offices waiting their salaries at month end, instead of brain storming on how to boost their clients’ reputation. Some organizations just designate their staff with the post of a public relations officer without knowing the job description of that office. They subject practitioners to errands and protocols, sometimes; they use them as personal assistants in the guise of a public relations officer.
7. Negative Cultural Habits, Attitudes and Taboos
Cultural practices are held in high esteem in Africa cum religious beliefs. If you prepare a campaign that tread negatively on this tenacious testaments you may fail to reach a mutual understanding with them. This also goes with diverse ethnic groups and their various tribes which are characterized by the continent. Hence, as you plan a campaign or advertising method you have to ensure not to go against particular groups’ believes.